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Twegs research report · July 2026

Product Marketing in the Age of AI

AI is changing how buyers build a shortlist, how quickly teams can produce work and what product marketers are paid to judge. This report follows those changes through the PMM job.

Abstract purple cover artwork for Product Marketing in the Age of AI

What’s inside

  • How AI research compresses the shortlist before you know a deal exists.
  • The work behind being cited when buyers use AI answer engines.
  • Where product-marketing judgment matters after production gets cheap.
  • Updated playbooks for research, positioning, launch, enablement, pricing and measurement.
  • What changes for fintech, healthcare, cybersecurity, developer tools, B2B SaaS and other markets.
  • A twelve-month sequence for rebuilding the GTM motion, backed by ten exhibits of 2026 benchmark data.
94%of B2B buyers used AI in their most recent purchase
2.5vendors on the average shortlist, down from 3.2
51%start research in an AI chatbot, not a search engine
“The first impression a company makes is increasingly an AI-generated answer to a prompt the vendor never saw …”

From the report

Download the PDF